Last Updated: February 2025
When it comes to marketing automation, the choice between HubSpot vs. Marketo can greatly impact your business’s success. Each platform brings unique features and strengths to the table. In this comparison, we’ll explore how these tools measure up to help you make an informed decision about your business needs.
So, let’s dive into the HubSpot vs. Marketo showdown and find the perfect fit for you!
Hubspot Vs. Marketo Comparison Table
Feature | Hubspot | Marketo |
User-friendliness | Known for its user-friendly interface, suitable for beginners | Offers advanced features but may have a steeper learning curve |
Marketing Automation | Comprehensive marketing tools | Advanced automation capabilities |
Email marketing | Includes email marketing with automation | Strong email marketing with dynamic content |
Content management | Built-in CMS for website management | Integrates with external CMS and web platforms |
Social Media management | Social Media publishing and monitoring | Incorporates social media platforms |
SEO tools | SEO tools for on-page optimization | SEO optimization features |
Scalability | Small-medium sized firms | Mid-sized and enterprise-level organizations |
Mobile app | Proposes a mobile app for on-the-go management | Has a mobile app for monitoring and reporting |
Customization | Highly customizable with templates and themes | Suggests customization through templates and coding |
Also, read ActiveCampaign vs HubSpot: Which Tool Is Better For Your Business?
Hubspot Vs. Marketo Detailed Feature Comparison
1. User interface (Rating: 4.7/5; 10 reviews)
HubSpot
HubSpot offers a clean, intuitive, and user-friendly interface, making it great for beginners. It provides a unified, all-in-one platform for marketing, sales, and service, simplifying navigation.
Marketo
Marketo’s interface is robust but can be complex, and more suitable for experienced users. It follows a modular approach, which might feel fragmented to some.
Winner: HubSpot
User reviews
“I absolutely love HubSpot Marketing Hub for its user interface and comprehensive features.” David A.
“The intuitive user interface and the scalability of the software make it a valuable tool for businesses of all sizes.” Sanjay G.
2. Customization (Rating: 4.8/5; 10 reviews)
HubSpot
HubSpot presents a wide range of customization options, allowing users to personalize dashboards, reports, and campaigns. Its user-friendly interface makes it easier for users to make customizations without extensive technical knowledge.
Marketo
Marketo extends extensive customization capabilities, which are powerful but may require more technical expertise to fully utilize. Marketo’s flexibility can cater to complex and highly customized marketing strategies.
Winner: HubSpot
User reviews
“Some of the customization options are restrictive and limited.” Fred S.
“The platform offers extensive customization options for creating tailored segments.” Lena A.
3. E-commerce integration (Rating: 4.5/5; 9 reviews)
HubSpot
HubSpot imparts e-commerce integration through its HubSpot CMS and Shopify integration. It’s well-suited for companies that run their online retail operations using Shopify.
Additionally, it furnishes tools for product catalog management, email marketing, and lead nurturing tailored to e-commerce needs.
Marketo
Marketo renders robust e-commerce integration capabilities, with support for various e-commerce platforms such as Magento and WooCommerce. Its advanced features can help you track and segment e-commerce customer data for targeted marketing campaigns.
Winner: Marketo
User reviews
“The solution has good integration so we can push data from external sources like Apollo and run email campaign outreach on Hubspot easily.” Verified User in Computer Software
“It integrates seamlessly with order platforms I want to highlight the integration with Salesforce.” Issa K.
4. Reporting and analytics (Rating: 4.3/5; 11 reviews)
HubSpot
HubSpot imparts user-friendly reporting and analytics with pre-built reports and dashboards. It caters to a wide variety of users, ensuring inclusivity.
Furthermore, Hubspot simplifies tracking key performance indicators (KPIs) and supplies insights into website traffic, email campaigns, and lead generation.
Marketo
Marketo proposes robust and advanced analytics with in-depth reporting capabilities, suitable for data-savvy marketing teams. Its features allow for granular data segmentation and analysis & are a strong solution for enterprises that rely on sophisticated data handling.
Winner: Marketo
User reviews
“I wish there were more options for reporting because right now I’m manually creating reports.” Julianna C.
“Its reporting options allows us to better manage our sales process.” Indra F.
5. Email marketing (Rating: 4.6/5; 10 reviews)
HubSpot
HubSpot affords a user-friendly email marketing platform with a drag-and-drop email editor, suitable for beginners. It gives email templates and personalization features, easing the task of forming targeted email marketing efforts.
Marketo
Marketo’s email marketing is known for its advanced capabilities. It bestows in-depth automation and personalization options, adapting well to intricate, data-focused email marketing strategies.
Winner: Marketo
User reviews
“Fourth, let’s go for email marketing. Both the newsletter and promotional emails are very easy to create and add to workflows.” Istvan G.
“The tools for email management is also another important option to be valued within the platform” Pradeep S.
6. Built-in automation (Rating: 4.5/5; 10 reviews)
HubSpot
HubSpot administers an easy-to-use automation platform suitable for users with varying levels of expertise. It serves workflow automation for marketing, sales, and service, with a visual editor for creating automation sequences.
Marketo
Marketo’s automation capabilities are powerful and highly customizable, ideal for enterprises and complex marketing strategies. It caters to data-driven automation with advanced segmentation, scoring, and nurturing features.
Winner: Marketo
User reviews
“The best part of HubSpot Marketing Hub is all the automation that is possible and the ease of implementation.” Cathy R.
“Marketing automation is top of this list, of course.” Pavel I.
7. Pricing (Rating: 4.3/5; 13 reviews)
Hubspot

You can choose from four different plans with HubSpot: Free, Starter, Professional, and Enterprise.
- Free
Cost: No cost
Features: Free marketing tools, free sales tools, free service tools, free CMS tools and more.
- Starter
Cost: $20/month or $18/month annual billing
Features: Free tools with increased limits plus forms, email marketing, live chat, and landing pages.
- Professional
Cost: $890/month or $800/month billed annually
Features: Starter facets include teams, campaign reporting, custom reporting, social media and omnichannel marketing automation
- Enterprise
Cost: $3600/month yearly billing
Features: Professional plus custom behavioral events, multi-touch revenue attribution, organized teams, limited access to content and data, and custom objects.
Marketo

There are four Marketo plan options available: Growth, Select, Prime, and Enterprise.
- Growth
Cost: Customized
Features: 10 users, 20K API calls/day, lead & account database, audience segmentation & targeting, and email marketing.
- Select
Cost: Personalized
Features: 25 users, 50K API calls/day, event & webinar marketing, interactive webinars, and a marketing calendar incorporating growth facets.
- Prime
Cost: Tailored
Features: Attribution & ROI dashboards and 50 assets of predictive content entailing prime specifications.
- Ultimate
Cost: Tailored
Features: Attribution & ROI Dashboards and 50 assets of predictive content embracing prime aspects.
Winner: Hubspot
User reviews
“Lastly, the pricing of HubSpot Marketing Hub can be a consideration for some.” Verified User in Leisure, Travel & Tourism
“Adobe Marketo Engage’s pricing, especially for startups/SMBs, is unsuitable.” Verified User in Marketing and Advertising
Also, read Marketo Engage Pricing, Features, Reviews [Complete Breakdown]
Conclusion
In conclusion, when deciding between HubSpot and Marketo, consider your business size and needs.
HubSpot is user-friendly, and ideal for small to medium-sized businesses, with over 100,000 customers. Marketo offers advanced capabilities, suitable for larger enterprises.
Make the choice that aligns best with your goals and resources.
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